MA-Strategic Management in Global Communication

Corporate Social Responsibility and Ethics

IGNASI FAINÉ / NEREA PLAZAMarch 22nd

1. The water challenge

2. The concession model

3. A new model of business: from Agbar to Aqualogy

4. Aqualogy: the first global brand

5. Sustainable development, an opportunity to grow

1. The water challenge

PEOPLE PLANET

THE WATER WORLDUnequal distribution and difficult access to drinking water

GOALSCONFLICTS

WATER & PEOPLE

70% Human body

90% Human brain92% Human blood75% Human muscles22% Human bones

“A human can survive for a month or more without eating food, but only a week or so without drinking water.”

WATER & PLANET

0.0001% of the whole planet’s water are drinking water reserves

www.calvert.com

WATER & CONFLICTS

WATER & CONFLICTS

Every person in the world consumesabout 150 liters of water a day for drink and cleanliness purposes

Between 2.000 and 6.000 liters of virtual water person/day

WATER & GOALS

MDG(poverty, diseases,

mortality, environment)

2013Water

Cooperation International

Year

1948Universal

declaration of HR

2010United Nations

Resolution

2. The concession model

Vision, mission, valuesVision

Be the reference business group in our areas of activity and one of the big global utilities.

Manage water efficiently to improve the quality of life of people, in harmony with the environment.

Lead the development of solutions and technologies in the water sector.

Transfer the accumulated experience to society, generating value for our stakeholders.

Contribute to attaining the United Nations Millennium Development Goals.

Mission

Values

CatchmentDrinking water

treatmentDistribution Wastewater

treatmentSewerage treatment

Return to the environment

Complete water cycle management

100% Private

Concession

(services and works)

Mixed enterprise

Service contractsDelegation to the

private sector (PPP area)

Town Council

Priv

ate

Mix

edPu

blic

Man

agem

ent

Public Mixed Private

Responsibility for investment

Methods of participation in the service

Puertollano

Xirivella

St. Pere de Ribes

Tossa

Palamós

Villanueva de la Serena

San Bartolomé de TirajanaSanta Lucía de Tirajana

Lucena

Benahavis

Mahón

Santiagode Compostela

PontevedraOurense

León

Palencia

ValladolidZamora

Zaragoza

Barcelona and the metropolitan area

TarragonaCalafellCunitSalouCambrils

Alicante

Ciudad Real Albacete

MurciaGranada and the metropolitan area

TorrentCullera

Paterna

San Vicente del Raspeig

Calonge

CartagenaÁguilas

Pla de Mallorca

Roquetas de MarAdra

Estepona

MarbellaTorremolinos

Rincónde la Victoria

SanFernando

Plasencia Mancomunidad de Vegas Altas

Don Benito

PájaraTeldeArona

San Cristóbal de la LagunaTacoronte

La Orotava

SadaAvilés

San Andrés de Rabanedo

Ponferrada

Llanes

Calatayud

Olot

Alcañiz

Igualada

Sitges

Montilla

Marchena

EidaElcheOrihuela

JumillaCieza

Lorca

Alcantarilla

Huelva

Calvià

Pineda de MarMataróPremià de Mar

GranollersMollet

TerrassaSt. Cugat

Castellar del VallésVic

Cubelles

Teulada – Benitachelll’Alfàs del PiBenidormVillajoyosaMutxamel

CrevillenteSanta PolaSan FulgencioAlmoradíRojales GuardamarTorrevieja

Torres de Cotillas Beniel

Cehegin

San JavierTorre-Pacheco

ManilvaCádizArucas

Camargo

La Carlota

Agbar supplies water to over 13 million

people in over 1,000 municipalities in Spain.

Spain: Main municipalities managed

3. A new model of business: from Agbar to Aqualogy

FROM AGBAR TO AQUALOGY

“From cold to warm,

from local to global,

from pure engineering

to public service”.

BUSINESS MODEL CHANGEConcessions decrease

Worldwide crisis: uncertain economy

Anti-privatization lobby

Profitability backs away and theattractiveness to investment funds slows down

Opportunities in water

Development and expasion of new water technologies

Administrations and companies need to cut costs with efficiency increasement

A wide number of industries bet for saving water and establishing clean processes

Creation of a new brand

A NEW BUSINESSConcessions decrease Opportunities in water

Water history in Europe and Latin

America

Water solutions for sustainable

development

Successful trajectory as water manager

Born in Barcelona in the 19th Century. It serves water to million people in different continentsRests in excess in its most technical and cold side

Contributes to the quality of live and the welfare of people

FROM AGBAR…

Global brand with integrate solutions for water problems around the worldUnlocking the value of the accumulated knowledge

Pioneering in sharing solutions for sustainable management

…TO AQUALOGY

WHO ARE WE?

Water cycleSupply

Sewerage

Over 140 years’ experience

Approximately 150 companies

Activities in over 10 countries

Over 10,000 professionals

EnvironmentKnowledgeSolutions

Infrastructures

Concessions

Portfolio of more than 100 adaptable solutions

Over 2,000 facilities managed

Over 10,000 professionals

Present in over 20 countries

Adapts to the customer's needs.

14 million euros in R&D&I investment

150 years of accumulated experience

AQUALOGY IN FIGURESKey figures

Presence over the world

AQUALOGYCreating a New Brand from a 150-year-old company

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Aqualogy is the first global brand of integrated

water solutions.

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OUR VALUES

VISION

To be a benchmark in the sphere of water and the environment through the sustainable creation of shared value.

MISSION

To bring value to our stakeholders through innovation and knowledge transfer.

VALUES

• Excellence in everything we do, in harmony with nature.

• Support for the initiative and talent of individuals.

• Adaptation to the needs of the customer.

• Cooperation and a commitment to create value.

•

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Integrated solutions for the WATER INDUSTRY

Aqualogy is involved in everything that has to do with water:

… and related to all areas:

City

Industry

Agriculture

The environment

Social

Economic

Environment

SUSTAINABLE DEVELOPMENT

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Food and beveragesFood and beverages Paper and cellulosePaper and cellulose PortsPorts…

Consultancy service/Training

Project/Design ConstructionTechnology Operations

Solutions

EnvironmentKnowledge

Infrastructure

LINES OF BUSINESS

INTEGRATED SOLUTIONS

MA

RKET S

EnergyEnergyPublic administrationsPublic administrations HealthHealth

Tourism and leisureTourism and leisureAgriculture and irrigationAgriculture and irrigation IndustrialIndustrial

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Optimisation

Outsourcing for added value

New solutions and products in the market

Knowledge management

Business skills development

Sales focus

Model based on…

$

BUSINESS DRIVER

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CHANGE, BEYOND THE BRAND

New business model

New name

New business culture

What do we do?

What’s our name?

What are we like?

What image do we give?

How do we work?

New image and new discourse

New mission

New visionWhat do we want to be?

How do we behave?

New values

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Business culture

From local…

From asset management…

From the sphere of public

administrations…

From operating management…

From experience…

From coldness…

From being “a company of engineers”…

to being a SUSTAINABLE COMPANY IN THE SERVICE OF PEOPLE

to GLOBAL

to KNOWLEDGE MANAGEMENT

to the INDUSTRIAL/BUSINESS MARKET

to COMMERCIAL MANAGEMENT

to INNOVATION

to WARMTH

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QUALITATIVE STUDYAgbar / Aqualogy

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QUALITATIVE STUDY

• Worldwide specialist in urban water services• Professionalism and solvency image in the

industry• Complex. It embraces many small business• Engineers company. No closeness or sympathy

towards citizens

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QUALITATIVE STUDY

•It revives a sense of modernity

•It is identified with information technologies and knowledge

•It is seen as a warmer company with kindness in its mission

•A still young company: slight knowledge degree

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Image and discourse (II)COMMUNICATION PLAN

GRAPHIC IMAGE

NARRATIVE

BRAND-AMBASSADORS

ADVERTISING AND PR

TRANSMEDIA PROJECT

SECTOR POSITIONING PLAN

BRAND IDENTITY

INTERNAL EXTERNAL

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NARRATIVE

• Global integrated water solutions brand

• Depositories of a long history of passion for water

• Enhancement of the accumulated knowledge to contribute to sustainable development

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NARRATIVE

• Pioneers in sharing solutions for sustainable management

• Strategic alliance with customers and local partners

• Contributes to the quality of life and wellbeing f people

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4. Sustainable development, an opportunity to grow

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Sustainable development seeks to convert an economic model of linear production and consumption in a new circular pattern, in which recovery and resource optimization is the most important.

For Aqualogy this is an opportunity to grow, but it requires integrating sustainable development in all everyday activities of the company.

Aqualogy, the global brand of integrated water solutions.

Aqualogy develops products and services that meet the demands of the different actors around the water.

Aqualogy has a differentiated offering tailored to the needs of each client and each place.

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SUSTAINABLEDEVELOPMENT

SGE21 certification

Shared Visionproject

SD Training New SD Policy

Communications

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Proyecto Desarrollo Sostenible Aqualogy

SGE21 certification

Shared Visionproject

SDTraining

New SD Policy

Communica-tions

Obtaining accreditation from the SGE-21 Aqualogy MA

Rethinking the vision, mission and values to incorporate SD in the business practices

Creating and adapting the message to SD + Establishing lines of communication with the groups of interest

Building a scorecard to evaluate the new SD Policy

Providing introductory training on SD to all the workforce of Aqualogy

SGE21 certification

Shared Visionproject

New SD Policy

Communica-tions

SDTraining

4141

“All our services must have a sustainable development business structure to confront the current economy”

“Sustainable development is a strategic component of our business activity”

Angel Simon Executive Chairman of Agbar and Chairman of Aqualogy

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Ignasi Fainé De Garriga

Corporate Responsibility Director

ifaine@agbar.es